Expected social media usage in holiday shopping in the U.S. 2011-2021

Social media has played an increasingly important role in holiday shopping in the United States in recent years. A survey revealed that, in 2021, approximately 28 percent of shoppers planned to use these platforms to search for or purchase holiday products.

Social media as a source of inspiration

With nearly nine out of ten internet users on social media, these platforms have become an increasingly powerful channel of communication and inspiration in the United States. That is especially true when seeking gift ideas for friends and family during the holiday season. In a 2021 survey, 70 percent of U.S. consumers reported using at least one social network for holiday shopping inspiration, with this usage proving particularly strong among younger generations of shoppers. While YouTube was the most influential social network among male-identifying shoppers, two platforms from Meta (formerly Facebook Inc.) - Facebook and Instagram - were a leading source of inspiration and information in U.S. consumers' holiday purchase process regardless of gender.

A trend transcending the holiday season

Beyond the euphoria of year-end shopping, the use of social media as a source of inspiration and shopping platform has recently taken off. China has led the way in adopting this trend, but the United States is now following in its footsteps. In 2021, an estimated 36 percent of U.S. internet users engaged in social media shopping, which translates to about 90 million people buying on at least one of these platforms. Prospects look bright for social commerce in the U.S., as its growing popularity is forecast to see the number of social shoppers hit the 100 million mark by 2023.